How to Master the Art of Leverage - Messaging

People buy your why. Do you know what it is? Are you living it and can you quickly convey it? Do you know how to speak to your partner's WIFM (What's in it for me?), understand their nightmare better than they do and get them totally bought in on the dream you provide?

Do you have an umbrella message and is that positioning consistent from the top down?

Could someone else explain exactly what you do? And, given that word of mouth is really the best form of marketing, can they explain exactly why they're now a champion for life?